5 Flashcards
Wat is marketing communication
All messages, media, and activities used by an organisation to communicate with the market and help persuade target audiences to accept their message and take action
Hoe is marketing communication in het verleden vergeleken met nu
Past: oneway mass communication via tv or radio
Now: More individualised more channels and more technology power is by the consumers more effective with data
What is the difference between multi channel and omni channel
Omni channel is a consistent and aligned message and experience through all the different channels
Multi channel more differences between channels
Welke verschillende soorten messaging zijn er
Corporate messaging
Brand messaging
Product messaging
Crisis messaging
All of these needs to be consistent and aligned
Wat is het doel van corporate messaging
Goals of the company
Values of the company
Wat is het doel van brand messaging
When offering different brands as a company (unilever)
Values associated with brand
Wat is het doel van product messaging
Value and benefits of products and services
Distinctive features of products and services
Wat is het doel van crisis messaging
Communication about unfortunate events
Uit welke twee vormen bestaat marketing communication
Messaging
Campaigns: series of messages
Wat is een campaign
A set of marketing actions that aim to promote a specific aspect of the business
Hoe verschillen de messages in de customer journey
Each phase needs a different message
Each phase needs a different type of message
Messages needs to be alligned
How does the channel change overtime for the marketing communication
First people are unaware of your innovation to make them aware you need short term channels:
Flyers events demo’s
On the medium term more people get to know your innovation so you need more reviews events or testimonials in your marketing communication
In the long term people are familiar with your innovation so you lower your effort in the communication a bit and use a low touch service
Wat is drip marketing (campaign)
Constant flow of marketing material over a period of time
For example a message every week
Wat zijn criteria voor messages
Clear and concise
Simple language
Distinctive
Convinving
Relevant
Memorable
Proof
Types of messages
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